Many nonprofit leaders have trouble defining the qualities that give a nonprofit's mission statement that "extra something".
Whether you belong to a nonprofit organization that is currently crafting or refreshing its mission statement, or you belong to a foundation using a mission statement as an indicator of relevance, these pointers can help.
Check out our Top 3 Qualities of a Winning Mission Statement:
1) Brevity: According to TopNonprofits, the mission statements of the US's top 20 nonprofits have an average word count of only 9.5 words. TED has the shortest word count of all, with just 2 iconic, memorable words comprising their statement: Spread Ideas.
2) Clarity: The best mission statements are universally comprehensible, and provide an inarguable sense of each organization's goal. charity: water's mission statement is "bringing clean, safe drinking water to people in developing countries". While brief, at only 10 words, the statement leaves little room for guesswork.
3) Inspirational: Wounded Warrior Project, an organization that moves hundreds of millions of donor dollars a year through its programming, says its mission is simply "to honor and empower wounded warriors". The American Heart Association's mission is "to build healthier lives, free of cardiovascular diseases and stroke". Smithsonian's mission is "the increase and diffusion of knowledge". What do these three widely different mission statements have in common? They are all brief, clear, and perhaps most importantly, inspirational.
So, how does your own mission statement hold up to these qualities? Let us know in the comments below!
For more details on this topic or the opportunity to consult with Sarah or another team member, please contact: clientsupport@benevolentvision.com
Benevolent Vision offers Nonprofit Advisory, Facilitation and Management Services which can be customized to meet the unique needs of your organization.
